Kristina Tjäder, Dagmar’s Creative Director


House of Dagmar is set for Fashion Week Stockholm with their SS17 and key items including a loose chino pant, knitted tops and dresses in graphic lace knit pattern.

Describe your design in three words.
“Sophisticated, progressive and empowering.”

What’s your style philosophy?
“To break the traditional rules in a sophisticated way. We want people to feel strong and confident!”

Is there a symbol that would represent you?
“In the spirit, there is number 3 because it unites us as sisters, and in the design of Dagmar there is the diamond that is on our accessories, referencing the art deco era, which continually inspires us.”

Where did the initial concept for your brand come from?
“From us three sisters wanting clothes that are cool and sophisticated at the same time, and feeling that was missing in the Swedish market. We wanted to create a new level of clean Scandi style with attitude and sophistication, which is a bit more exclusive – still Scandi, but a little bit more sophisticated, rather than street.”

What’s your label’s signature pieces?
“From timeless to expressive Knitwear.”

Going forward, what direction will the brand take?
“You will see – Dagmar will take a stronger and stronger position, but slowly and in a sustainable way, and in a direction that is stays true to our brand’s soul. We want to create the ultimate timeless pieces that you can wear our use with statement pieces.”

Who would you invite to your dream dinner party?
“At this moment: Beyonce, Iris Apfel, Yoko Ono, Veronika Heilbrunner, Florence Welch, Anna Calvi. They are all very inspiring and strong women.”

If you could edit your past, what would you change?
“There is always a better way of doing things but I usually don’t look back so much, I prefer to look forward instead.”

If you could go back in time, where would you go?
“The 1920’s.”

Who are your style icons?
“Those who dress with a sense of sensual ease, and can be both progressive and intellectual.”

What do you consider your greatest achievement?
“Having a wonderful family with kids, and on top of that being able to start my dream company with fantastic people working together with us.”

When were you happiest?
“When seeing my kids laugh.”

Which living person do you most admire, and why?
“My mother. She has the capacity to make me feel positive, strong and loving.”


See House of Dagmar’s previous collections here.